Type of secondary data. Secondary data is information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand.
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To determine the reliability of secondary data, marketing researchers must evaluate it. This is done by answering the following five questions:
purpose in mind -
typical personal interviews
sources of marketing
Figure 2.1 Sources of secondary data
Source: Adapted from Aaker, Kumar and Day (1998)
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